CLARENCE, NY -- Innovative Concepts in Entertainment reports that it has entered an exclusive distribution arrangement with Sega Amusements Europe Ltd. (Chessington, Surrey, England) under which the Sega unit will represent ICE products in Western and Eastern European nations. The announcement was made by ICE sales vice-president Joe Coppola and SAE managing director Paul Williams.

Under the pact, SAE will distribute ICE's extensive line of sports and redemption games in a number of major markets including France, Germany, Spain, Greece, Turkey, Russia and nations in Scandinavia and Eastern Europe.

Coppola explained that the strength of SAE's European sales organization was an important reason for concluding the distribution accord. "Paul Williams and his sales team at SAE have built a tremendous reputation, not only throughout Europe but globally," he said. "ICE has always sought partnerships with strong individual and companies. We feel that the Sega team can help us grow closer to operators in these various regions of the world, and expand the presence of coin-operated redemption games."

Redemption is a new concept in many emerging markets, the ICE executive pointed out, but it is gaining strength in areas that formerly had been dominated by videogames. Sega's leadership in video has enabled it to build very strong relationships with distributors and operators around the world, Coppola explained. "This relationship between ICE and Sega combines the strength of one of the leading redemption manufacturers in the world with one of the most well-respected sales organizations," the ICE executive said.

SAE's Paul Williams reported that his company has seen strong growth in new and emerging markets in recent years. "In these territories, new entrants to the business try to set up locations and instantly contact Sega for advice and support," he noted.

Up until now, Sega only has been able to supply high-end videogames to these new territories. "Therefore, we felt that there was a gap in our product portfolio," Williams said. "With the steady rise in redemption and novelty product in today's locations, it was logical for Sega to turn to a market leader in this category in order to broaden its market offerings."

ICE's director of international sales, Gene Brogowski, will work in cooperation with SAE's sales team in the regions benefiting from the pact, Coppola explained.